Adobe to Acquire Efficient Frontier
Adobe solutions are central to how digital marketing and advertising is created, managed, executed, measured and optimized. Adobe currently captures approximately five trillion digital transactions per year for more than 5,000 customers, including many of the world's largest advertisers, publishers and advertising agencies.
The acquisition of Efficient Frontier will add multi-channel ad campaign forecasting, execution and optimization capabilities to Adobe's existing Digital Marketing Suite. Along with the Suite, Adobe's digital marketing capabilities include an enterprise-class data management platform, a leading video ad management and monetization platform, and an enterprise content management system. Adobe will continue to build upon the foundation of its independent ad buying and optimization platform for search, social and display, enabling the company to offer a more complete suite of capabilities to digital marketers, advertisers and publishers for reporting and analytics, personalized experiences, multi-channel campaign management and media monetization.
"With the explosion in global Internet advertising, our customers need to know where, when and how to spend their digital marketing dollars to get the greatest return," said Brad Rencher, senior vice president and general manager of Adobe's Digital Marketing Business. "The addition of Efficient Frontier will give our Digital Marketing Suite customers a leading platform for turning ad spend into business impact."
"Adobe's vision of digital marketing is perfectly aligned with the Efficient Frontier approach - use data and intelligence to manage risk and drive ROI across a growing number of digital channels," said David Karnstedt, president and CEO, Efficient Frontier. "Adobe customers will have greater insight into how their social, search and display spend impact one another and how to optimize their cross-channel campaigns."
Efficient Frontier will bring to Adobe a social ad buying capability for Facebook, which leverages Efficient Frontier's optimization algorithms to predict results and drive greater ROI. Additionally, a marketer can upload various creative elements into the solution and it will automatically generate ad combinations. These capabilities will be integrated with the Facebook ad buying functionality currently available with Adobe® SearchCenter+.